2. BRAND NAME

5. United States Patent and Trademark Office Can the Office refuse to register a mark? Yes. The Office will refuse to register matter if it does not function as a trademark. Not all words, names, symbols or devices function as trademarks. For example, matter which is merely the generic name of the goods on which it is used cannot be registered. Additionally, Section 2 of the Trademark Act (15 U.S.C. §1052) contains several of the most common (though not the only) grounds for refusing registration. The grounds for refusal under Section 2 may be summarized as: 1. the proposed mark consists of or comprises immoral, deceptive, or scandalous matter; 2. the proposed mark may disparage or falsely suggest a connection with persons (living or dead), institutions, beliefs, or national symbols, or bring them into contempt or disrepute; 3. the proposed mark consists of or comprises the flag or coat of arms, or other insignia of the United States, or of any State or municipality, or of any foreign nation; 4. the proposed mark consists of or comprises a name, portrait or signature identifying a particular living individual, except by that individual's written consent; or the name, signature, or portrait of a deceased President of the United States during the life of his widow, if any, except by the written consent of the widow; 5. the proposed mark so resembles a mark already registered in the Patent and Trademark Office (PTO) that use of the mark on applicant's goods or services are likely to cause confusion, mistake, or deception; 6. the proposed mark is merely descriptive or deceptively misdescriptive of applicant's goods or services; 7. the proposed mark is primarily geographically descriptive or deceptively geographically misdescriptive of applicant's goods or services; 8. the proposed mark is primarily merely a surname; and 9. matter that, as a whole, is functional.

6. 5 Categories of Trademarks Arbitrary Descriptive Fanciful Generic Suggestive Pursuing strong brand by Jeff Van Hoosear and Jason Evans

7. LOGO

9. A wordmark, also sometimes word mark , subset of the term logotype , is a standardized graphic representation of the name of a company, institution, or product name used for purposes of identification and branding. A wordmark is usually a distinct text-only typographic treatment. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.

12. je ne s ais quo i -- An i ntangible q uality tha t makes som ething distinctive or attractive.

14. CORPORATE CULTURE In six words, corporate culture is "How we do things around here."

15. Team work makes the dream work! In order to reach and maintain a unique level of quality, AFICIONADO will provide attentive and friendly service with a high ratio of service personnel to customers and also invest in the training and supervision of its employees. Employes will be cross trained in 3 areas so as to provide superior responsiviness and flexibility. AFICIONADOs’ customer service will distinguish the venue from the competition. 3. Server Training: In order to place emphasis on exceptional service, our main tactics are monthly service training, employee recognition and higher service employee to customer ratios. To achieve higher service employee to customer ratios, we include separate beverage servers and bussing personnel as well as maintaining comfortable tables count for the wait staff. Cross selling training and upgrade premium program training. Service employees would be trained in a cross-selling procedure. TEAMWORK

16. MISSION STATEMENT

17. The mission of Aficionado’s is to provide quality entertainment in an luxurious intimate setting that exemplifies high quality and exceptional service.